The new data from Ocado, shows that sales of restaurant-branded ‘fakeaway’ products such as Franco Manca pizzas, Gourmet Burger Kitchen burgers and itsu meals have soared by 51% over the past year, as shoppers look to recreate their favourite takeaways at home for a fraction of the cost.
The rise of ‘restaurant to retail’ options on shelf means that Brits are even able to get a taste of Michelin starred dining at home.
Ocado said its sales of jarred sauces from the two Michelin star Indian restaurant Gymkhana have risen by 111%. It said Hawksmoor steaks are also proving popular, with sales of products from the renowned steakhouse up 32% since last year.
Over the past year, consumers have faced difficult choices about how and where to spend disposable income.
Ocado’s research found that three quarters (75%) said they are more conscious now of their spending on takeaways and meals out than they were this time last year.
Despite this, there’s still strong consumer appetite for the little luxuries, with 56% of Brits saying that buying restaurant-branded products rather than ordering takeaways is a way to treat themselves whilst still being money-conscious.
In response to rising consumer demand, Ocado has increased its restaurant to retail offering by 77%.
Amit Chitnis, chief commercial officer at Ocado Retail, said: “Treating yourself with a special meal at the weekend is a long held tradition for many families, and the rising trend for ‘fakeaways’ that we’ve spotted shows that many people are looking to enjoy their Friday night dinner for less and from the comfort of their own home.”
